American Apparel ads collection

Britain Bans American Apparel Ads

Britain's advertising watchdog on Wednesday banned two adverts by clothing brand American Apparel if you are unpleasant and normalising sexually predatory behaviour.

The ads revealed a design using a pleated school-style top flexing over, with a reduced camera angle exposing her underwear.

A couple had complained concerning the adverts, saying as they had been inappropriate for a skirt promoted as college use. The adverts also attracted critique on social media if they very first appeared.

"We considered the pictures had been gratuitous and objectified ladies, and had been therefore sexist and expected to trigger really serious and widespread offence, " the Advertising Standards Authority (ASA) stated.

The watchdog stated the pictures "imitated voyeuristic 'up-skirt' shots which was taken without the topic's consent" and as a consequence had the potential to normalise "predatory sexual behaviour."

"Through the framework where the ads appeared, it was most likely that people which viewed all of them would realize that the model was, or was meant to look like, a schoolgirl, " the watchdog stated.

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"We considered the adverts had the effect of inappropriately sexualising school-age girls and had been consequently offensive and reckless."

American Apparel defended the ads, saying the design had been a 30-year-old lady, that adverts were not pornographic, and that they had showed up only quickly regarding the business's web site and Instagram.

Additionally stated the photos weren't part of a back-to-school campaign, but this was disputed by the ASA which said the ads had showcased with its "school days" collection of photographs.

Known for its racy advertising, United states Apparel ousted its founder and CEO, Dov Charney, in June after a study into so-called misconduct and a few sexual-harassment allegations.